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Just a Thought - Confused Over Tiger & Tiger Direct? So Am I

by

- April 28th, 2005

Oh Gawd! Feel their pain!

Tiger Direct is suing Apple over its use of the name 'Tiger', which Apple has code-named its next OS X release (see TMO's full coverage for more information).

The suit alleges that Apple Computer engaged in trademark infringement and unfair trade practices in connection with its recent marketing campaign for the latest version of its "Mac OS X" operating system -- which Apple has named "Tiger."

As a result of the possible confusion between the products now being marketed by Apple under the "Tiger" brand, Tiger Direct has asked for a temporary restraining order and injunction against Apple Computer to stop further damage to Tiger Direct's well-known Tiger brand.

Let me see: Tiger Direct, OS X, Code name: Tiger..., uh-huh, yeah, I'm feeling it. I can see where there might be confusion.

See, Tiger Direct sells PCs, PC parts, and PC accessories; Apple will be selling an operating system that runs on a Mac, which has an official name of OS X version 10.4, but has been code named 'Tiger'. Feel your uncertainty rising?

Tiger Direct is based in Florida, Apple is based in California; these two states have often been confused since they both have coastlines and the letter 'A' in their names.

While it is true that Tiger Direct is not the name of an operating system, it is the name of a company the sells operating systems; not Apple operating systems, but it is easy to see how a layman computer buyer might be stupefied into not making a purchase from Tiger Direct because he is immobilized by the glaring similarity between Tiger Direct and OS X: Tiger. I know I would have to study the situation long and hard before considering a purchase from a company with the same name as Apple's new OS.

And if you are a Mac user considering a purchase from Tiger Direct, you must be pulling your hair out by now, wondering if you are buying OS X, or a Linksys switch. And how would you sign the check for your order? Do you make it out to OS X: Tiger Direct? Maybe Apple Tiger Direct OS X! Or is it 'Tiger Direct: Apple Direct: OS X: Tiger'. Maybe you split the difference and send a check to Florida and California.

Wait; aren't they the same state?

See? Makes you want to shoot yourself, huh?

You've just got to be feeling Tiger Direct's pain; all of that business it'll be losing because Apple didn't want to use 'Mongrel Kitty' as the code-name for its new OS.

Come to think of it, perhaps the tigers of the world should file a class action suit against Apple, Tiger Direct, Kellogs of Battle Creek Michigan, Missouri State University, Clemson University, the city of Detroit, Michigan (Those folks in Michigan are really asking for it!), and the folks who made my tiger print jockey shorts.

We can't be confusing a 500 pound Bengal with my B.V.Ds, now can we?

is a writer who currently lives in Orlando, FL. He's been a Mac fan since Atari Computers folded, but has worked with computers of nearly every type for 20 years.

You can send your comments directly to me, or you can also post your comments below.

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Observer Comments

Show: Subjects Only | Full Comments
Close Name:pourhadi Posts: 55 Joined: 15 Aug 2004
Subject: Great article

Loved it, and couldn't agree more.

Close Name:Guest
Subject: Adorable

I too am very concerned about what I am buying! I just can't tell the difference. There should be a site set up to correct this mistake!

Close Name:Guest
Subject:

Have to wonder why they waited so long to file court papers. They must have known for over a year that the new OS was named "Tiger".

Close Name:Guest
Subject: Filing Time

The reasons for Tiger Direct filing its suit now are obvious. With tomorrow being the debut of 10.4 Tiger, if TD can get an injunction before 6PM, Apple won't be able to sell its new OS, after weeks of hype leading up to this date.

Of course, mine's coming via FedEx, so I shouldn't have too much to worry about.

Close Name:Guest
Subject: I know what ya mean Vern!

P.S. You're a mess, and I love the way you make things that I am actually thinking, but afraid to allow myself to contemplate, jump to the forefront.

Thanks for the brain damage. Now if Tiger hammers while I install it, I'll already be numb.

Thanks Vern! (and I mean this in a very positive light)

Close Name:Guest
Subject: May Day Belated

The injunction hearing is scheduled for May 6th according to one of the many sites that have responded to this story. I think these guys need a reality check from Reality Check. Check?

The only thing Apple you can buy from these people is the iPod in its various forms.

Close Name:Guest
Subject: I needed that!

Vern: Thanks for bringing a little laughter into my day. I needed it! I can't get the image out of my mind of the lawyer standing in front of a judge bringing this case to court with a straight face....

Close Name:Guest
Subject: Totally confused, NOT!

I'm totally confused, NOT! A frivelous lawsuit that I hope the judge throws out the window!

Close Name:Guest
Subject: Ah, crap...

I placed my order for Tiger the other day, and I just found out FedEx is bringing the freakin' COMPANY tomorrow by 4:30pm...

Anyone have a little space I can borrow to put some of this stuff? Geez...

Close Name:Halix Posts: 38 Joined: 03 Sep 2004
Subject: In whose interest is this?

Old police saying: To whom does the "crime" profit?
Does smell a bit like redmond trying to throw a stone in Apples way. Fortunately I don't think any judge would be stupid enough to stop Tiger. On the other hand MS has enough money to buy a judge...

Close Name:hkbaq Posts: 8 Joined: 29 Apr 2005
Subject: blow tiger.....

for once, i believe this has nothing to ms.....but indirectly it is......ms products are so shitty people don't want to buy them anymore.....becoming an apple reseller is out of the question...and apple has the buzz right now....so they are trying to profit from the ipod halo effect by sueing.....they suck....i saw their building in miami (just the outside) ....it's right next to a getto mall. it sucks. instead the miami apple stores are beautifulll like all, in comparison to that ugly warehouse.

NOTHING CAN STOP TIGER NOW!!!!!!!!!!!!!!!!(refering to the OS, ok!)

Close Name:Guest
Subject:

Hah, well, just in case TigerDirect does stop the rollout of Tiger (GAH! already confusing), I'll be buying Tiger at an Apple Store tomorrow.

Yet, I doubt anything will happen.

Close Name:Guest
Subject: Stop buying from Tiger... Direct!!!

Companies like this should definitely be punished. What other way better than boycotting their products?? When the sales suffer, they will have to close the business and probably beg Apple to use the Tiger name!

Close Name:mloader Posts: 21 Joined: 03 Sep 2002
Subject:

Having this story here plays right into Tiger Directs plan.

Close Name:Guest
Subject: Tiger Direct

I guess that Tiger will now stop selling Apple iPods/Shuffles now that they are trying to sue Apple.

Close Name:Ron Goodman Posts: 72 Joined: 05 Jul 2001
Subject:

A judge would be small potatoes for Microsoft--they bought the entire Justice Department a couple of years back.

Close Name:Guest
Subject: User Support

Have some fun with TigerDirect.

Call them and tell them you are excited about their new "Spotlight" technology. But then tell them that you are confused because it doesn't seem to be implemented on their website yet.

Close Name:Guest
Subject: William Blake's Estate

For infringing on rights maintained by the Estate of English poet William Blake, lawyers today filed suit against Apple Computer on behalf of the Estate. According to a brief filed with the court, Apple has caused irreparable harm to their clients by willfully confusing College Freshman English students who may misinterpret Blake's "Tiger Tiger burning bright" as some kind of advertising for Apple's new operating stystem, code named "Tiger".

Close Name:Biff Posts: 1479 Joined: 08 Apr 2004
Subject:

Maybe Tiger Direct is pissed because too many people are buying Mac mini's now instead of those crappy mobo/cpu bundles.

Close Name:Guest
Subject: Should be University of Missouri

That should be University of Missouri or University of Missouri-Columbia with the tiger mascot, not Missouri State University.

Close Name:Guest
Subject: Tiger confusion

Can I put OSX: Tiger in my tank?
Can I buy it from local Exxon / Esso dealer?

I'm so confused!

Close Name:Guest
Subject: WTF???

Thanks for the common sence article that calls it what it is. Tiger Direct = Another company on my "Don't buy from" list. That's so nice of them to tie up valuable court time for a publicity stunt. I just hope consumers remember to voice thier opinion by simply not shopping there.

Jim

Close Name:Guest
Subject: kinda like Spike TV

Remember when that certain channel on your cable TV was changing it's name to SpikeTV?! Spike Lee interuppted them and milked them for millions cause.. it was easy to see.. how people might be confused over "angry black man/film maker" and a "TV channel directed at boys and men who like cars and boobs and old school TV"?!?!? No confusion.. just an opportunity for lawyers to invoice someone....

Close Name:Guest
Subject: TIgerDirect: Just Another Publicity Leech

Sigh. First the Asian company that said it was going to imitated the iPod Shuffle for free publicity, now TigerDirect goes and pulls this dumbassedness.

Thanks TigerDirect- I know who NOT to buy from now. After all, any company this desperate for publicity must be on its last legs anyway. And I'll be telling my PC-using friends too.

Close Name:Guest
Subject: copy cat

Apple is a "copy cat", get it? hahahah

Close Name:Guest
Subject:

Love the article. I'd also love it if Tiger Direct would save money on legal fees and spend that money replacing the defective products they send out. It would be a lot better for their business. I also don't really understand why they are complaining. They would be lucky if people mistook them for Apple.

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